“Everyone wants to be sustainable but nobody wants to pay for it” – CVBJ
01/01/2022 at 17:35 CET
If in football a name were given instead of a golden ball, Messi or Cristiano Ronaldo would be called Mr. Fútbol. Andy stalman She has worked for thirty years on five continents, in all sectors of activity, in all industries, in developing and developed countries. He has just published his third book, ‘Totem. Turn customers into believers‘, and this is the current ambassador of i-Talks, the cycle of events of the Iberian press that inspires companies and entrepreneurs on digitization and industry 5.0. His biography falls between managerial positions in important companies and international recognition. This Argentinian, who places personalization and sustainable development above all else, is considered one of the world’s leading brand experts. And as there is no golden ball in the world of marketing, his career has earned him a prize of several carats: a ‘naming’ that is done with the sector, a reputation that defines his leadership. Stalman is known as Mr. Branding.
In ‘Totem. The Turn Clients into Believers talks about the importance of living the goal, why is this essential? In this period of pandemic we have reconnected with the raison d’être and the reason for existing of each brand: why does my brand exist? Why is this relevant? What does he have to do or propose that is important for people’s lives, to make their lives better, easier or happier? These whys become the goal of your existence. A lot of companies, when they start up, think about this goal, debate it and design it with a lot of enthusiasm, but then they don’t live it, it’s written somewhere on the web, in an office space, in a brand manual… AND the goal is as important to define it as it is to live it. To business leaders, I say review your goal and, if it is current, bring it to life by asking yourself and remembering why you are doing what you are doing and why you are impacting people’s lives. What are the keys to creating brand awareness? The pandemic also accelerated processes that already existed but were happening at a slow pace. One of them was the need to be more aware companies, brands and people. We are finished, we are vulnerable… Brands were intended to make money and be profitable, which is good, but what if you also had an awareness of vulnerability, finitude and the human being? Consciousness comes to rethink a new model of doing things, consuming things and creating value, something that is not at all against making money and being profitable at all, but it goes against doing so. ” a more enlightened way, which takes into account what impact our actions have and what impact have the actions that we stop taking. You place among the fundamental pillars the idea of being sustainable, what will happen to companies that are not? Two particular things are happening. The first is that there are many brands that hide behind the shield of sustainability, but not out of conviction and belief, but through propagation and manipulation. Some call them greenwashing -eco-bleaching-: to say that you are sustainable without being. This is the bad side and you have to pay attention to it because, like in any fashion, there are people who ride the wave, and using it to deceive or manipulate is not good. There are also a lot of brands that have realized that sustainability is something much more important than the consumption of plastic, the consumption of the car, the act of sorting out waste … which is something that has to do with taking care for ourselves as a species. I have heard him say that the change the planet demands is not green but human. Almost 90% of people say they agree with sustainability, of which less than 5% know how to be sustainable. There are no sufficiently powerful or strategically designed advocacy spaces to reach citizens: everyone wants to be sustainable but no one wants to pay for transformation. Sustainability is not a destination, it is a permanent journey. To achieve the goal, it is necessary to integrate five sensitivities: public administration, businesses, academia, media and citizens. It is a shared project that requires everyone’s commitment. He puts a lot of emphasis on the importance of empowering people. Businesses are people, brands are people, and customers are people. Who doesn’t understand people, doesn’t understand business, or whatever. The technological revolution is more than welcome, advances in digitization, in machines, in robots, in artificial intelligence… asking us new questions in new contexts at a time of paradigm shift. If companies have always aimed to be product, service or business-centric, they must now be human-centric. This does not mean that I forget the business, but at the center of my strategies, my decisions and my actions, is the human being. It’s very obvious, isn’t it? It is as obvious as it is ignored in the corporate arena. If your brand isn’t creating value for people, improving lives, enlightening, simplifying or entertaining people’s lives, it practically signed a death certificate because it forgot what is important. And when you forget the human, then you have forgotten everything. Humanizing a brand pays off and that’s why those who do it earn more than those who don’t. Which brands are relevant when it comes to sharing experiences and why are they? I have a hundred examples of brands that don’t, and it’s hard for me to find brands that do. The big opportunity that I identify is that most don’t offer this differentiating value proposition because they don’t know each other well either. If you think of brands that offer positive immersive experiences, that can connect you with all five senses, the list isn’t as long as you would like. There are areas in which it is played with advantage, such as gastronomy or food, entertainment, sports, travel and tourism. The truth, however, is that services, insurance, banking, energy, transportation companies, and I can go the list, have an unprecedented opportunity to reconnect with their purpose, to have a much greater awareness. active in their behavior. impacting people’s lives, connecting with them by humanizing the treatment and the relationship, and providing a much more positive experience. Not by saying but by doing. Do you have any examples of bad experiences? There is an airline, I won’t give the name, that says on its staircase: “Prepare for a great experience”, and you walk in through the door of the plane and the two hostesses are talking to each other. . find out if the child went to school or whether the boyfriend responded or not. Then you sit in your seat and you’re kind of a human specter – unless he hits you at the fire exit! Yes, you had an experience, but a very bad one. In the realm of experience, there is such a long journey that those who start moving earlier have more opportunities to create much more value and to position themselves much stronger in the minds and hearts of customers. and employees. How important is building relationships for a brand? There is a fundamental question in the years to come: Companies that put transactions before relationships are companies that are going to have problems. The most important thing for a brand, between transaction and relationship, it is clear that they must be relationships. With its employees, with its suppliers, with its shareholders, with its customers & mldr; With the whole universe of stakeholders that each company has. Former Alphabet President Eric Schmidt said: The brands of the future will be worth more for their relationships than their physical assets. Above all, relationships must be consistent with what your brand represents. Nine in ten people stop choosing a brand because they don’t feel appreciated, a global Salesforce survey found. If your business today does not treat people well today, or puts the Excel cell before the relationship, today you can change, today you can grow, today you can understand that to start investing in relationships will not only be a lot more powerful, but also a lot more profitable. Nine out of ten. The brand & mldr; Many brands struggle to understand what branding is, which has nothing to do with a logo. Branding is the soul of your brand and has to do with your DNA and your reason for being, but also with values, your vision, your mission, with the talent of your people and with your culture. If within this ecosystem of tangible values you have a set of beliefs but don’t put them into practice, you are failing them. Nothing happens, it’s a matter of reviewing it, adjusting it and reimplementing it. This big reset that the pandemic has given us is a great opportunity to start reconnecting with our internal teams, internal and external customers, and to start creating shared value. Since he released “BrandOffOn. The brand image of the future & rdquor; In 2014, what changed the most for a brand? What’s the biggest novelty in converting a customer to a believer? More than half of citizens say we trust companies more than politicians to make a difference. Brands are no longer dedicated to selling products or offering services. Creating better brands or transforming existing brands into better brands will lead to better businesses; If we have better companies, it will lead to the fact that the companies will improve too; and if societies improve, politicians improve. So if brands don’t sell products or offer services, what area are they in? Their mission is to improve the world. There are also other changes, a little below, like the shift from aesthetics to ethics, with the shift from being speakers of communication to being speakers of interest – generating content and stories. of value-, from transactions to relationships and the awareness that the human being is finite and that action must be taken in this plan of humanity to save not the world from its destruction but human civilization from its demise . The world will continue to live with and without humans. The big plan is for us to follow. And today, there are a lot of brands that have understood this and are doing a great, very committed job to change things. And things must be changed today